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DESARROLLO PAULATINO DE LAS MIPYME DEL SECTOR AGROPECUARIO
MIPYMES foto: www.pexels.com
PAULATINE DEVELOPMENT OF THE MIPYME IN THE AGRICULTURAL SECTOR. A CASE STUDY OF: “GRANJA ACUÍCOLA LOS TULES” DESARROLLO PAULATINO DE LAS MIPYME DEL SECTOR AGROPECUARIO. CASO: “GRANJA ACUÍCOLA LOS TULES”
A.L. Guzmán-Elizalde1* M.G. Alvarado Reséndiz1 D. Galindo Herrera1 1 Instituto de Ciencias Agropecuarias, Universidad Autónoma del Estado de Hidalgo, Av. Universidad Km 1, Ex-Hda. deAquetzalpa, C.P. 43600, Tulancingo, Hidalgo, México. * Autor de correspondencia. E-mail: ana_guzman@uaeh.edu.mx Fecha de envío 23 de enero de 2018
ABSTRACT The MiPymes of the aquaculture sector in Hidalgo State, face a marketing problem with regard to the promotion of trout consumption. In this study, we focus on “Los Tules”, an Aquaculture Farm, where Rainbow Trout (Oncorhynchusmykiss) is fattened and commercialized in a restaurant located on the same premises. Through market research carried out in 2015,and an advertising plan made in 2016, strategies for the farm were determined, to maximize trout consumption among the patrons that visit the Laguna de San Juan Hueyapan (located in the municipality of Cuautepec de Hinojosa, Hidalgo). In 2017, an impact evaluation of the market study and the advertising plan was made. Keywords: Oncorhynchus Mykiss, market research, segmentation, advertising plan
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